Google: How to Make Your Website Work Across Devices


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Understand the why and how of building websites that work across multiple devices e.g. mobile, tablet, desktop. This deck explains and compares Responsive Web Design, Dynamic Serving and Separate Sites including market stats, design tips and case studies

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  • Mobile & tablets have changed how people use the internet.The journey between devices needs to be seamless, providing a consistent experience – and where possible, enhancing it.This presentation will help you to understand the options available to you, and how you can determine the most appropriate route for your business.
  • Smartphones are the backbone of our daily media interactions. They have the highest number of user interactions per day and serve as the most common starting point for activities across multiple screens.It is essential that you get your strategy right – first impressions count and getting it wrong can be incredibly costly.But getting it right can increase customer loyalty and build stronger relationships.
  • We’ve identified the key criteria for delivering a great mobile experience.We’ll take you through each of the six factors in detail, showing you the impact each factor can have on your customers’ experience and, in turn, the improvements it will deliver to your online performance.
  • Speed (or lack of) kills conversions on the web, and it's no different for mobile.Don’t include fancy graphics or pages that take a long time to download. Speed is absolutely vital on mobile, as it impacts hugely on conversion rate, page views and other metrics.And if you think that speed means an ugly design, think again.
  • No matter what your mobile customer is trying to do, the operation must feel natural at all times. The only way to accomplish this is to make all aspects of the operation as intuitive as possible.If users have to enlarge the screen to access key functionality, they are going to get frustrated and leave.
  • Messaging is always important – but with limited screen size, it’s even more important.Decisions are made very quickly – and context is key.Remember that the tasks are not necessarily the same as on your website – mobile can facilitate sales in your bricks and mortar store
  • Customers don’t like to start a new relationship with a brand just because they are on a new device.Increasingly customers don’t complete complex purchases in one sitting – so they need to be able to do this across devices – at their convenience.The harder you make this, the less likely they are to complete – so make key processes available across all devices.
  • Mobile is not simply about conversions. It’s a connection between all of your portfolio.Make it easy for your customers to reach you – whether this is by phone, email or in person. The easier you make it, the more likely they are to contact you.
  • What are people doing on your site? There are any number of reasons while customers might visit your site via mobile – and a number of different contexts.Think about the details and manage expectations – do not disappoint your customers.If you have an app that will improve the level of service, sell the benefits at the appropriate time.Use analytics to track how effective you are being at meeting customer requirements.
  • Mobile sales are growing incredibly quickly – but it’s still easy to lose potential sales.Identify all the barriers to purchase you can, and do everything you can to remove them.
  • Simple is best – avoid distractions, and don’t overcomplicate things.Consider the information that customers will need to complete an order, and what information you need from them.Don’t put labels inside text boxes – once it’s gone, it’s impossible for the customer to identify what the text box is for.
  • Google: How to Make Your Website Work Across Devices

    2. 2. 90% of people move between devices to accomplish a goal, whether it’s on smartphones, PCs, tablets or TV.1 Your audience isn’t on one screen anymore… 86% of people use their smartphones while consuming other media. 2 Average number of devices per person in UK increasing from 2.3 in 2012 to 3 in 2013. 3 1. The New Multi-screen World: Understanding Cross-Platform Consumer Behavior; Google and Ipsos MetdiaCT; U.S; August 2012 2. What Users Want Most From Mobile Sites Today; Google/Sterling Research/ SmithGeiger, US, July 2012 3. Google Connected Device Study, UK, March 2013
    3. 3. Smartphone usage in the UK has more than doubled in two years, rising to 62%. 1 80% never leave home without their smartphone. 4 Tablet usage in UK tripled in the last year rising to 30% from 11% a year earlier. 2 People use their smartphone everywhere: 85% use it on the go, 71% at work and 72% in stores. Nearly three quarters of British smartphone users go online with their mobile every day. 3 46% of smartphone owners only use their phone to research. 6 …and they love their smartphones and tablets 5 1. Our Mobile Planet, Google, Feb 2013 / 2. Our Mobile Planet, Google, Feb 2013 / 3. Our Mobile Planet, Google, Feb 2013/ 4. Our Mobile Planet, Google, Feb 2013 / 5. Our Mobile Planet, Google, Feb 2013 / 6. 2013 Mobile Path-to-Purchase – Understanding Mobile’s role in the consumer’s path to purchase for specific industries, xAd/Telmetrics/Nielsen, US, Aug 2012
    4. 4. 75% of customers prefer a mobile friendly site.1 Sites that work across devices have a big impact 61% of customers who visit a mobile unfriendly site are likely to go to a competitor's site.2 Sites that work well across devices keep your customers happy, improve the performance of your online marketing and build brand value. 1. What Users Want Most From Mobile Sites Today; Google/Sterling Research/SmithGeiger, US, July 2012 2. What Users Want Most From Mobile Sites Today; Google/Sterling Research/SmithGeiger, US, July 2012
    5. 5. How to keep your customers happy Speed Usability Content Consistency Paths to Purchase M-Commerce
    6. 6. SPEED 38% say speed is the most important factor when using the mobile web.1 People like quick 74% of people will abandon a mobile website that takes more than 5 seconds to load. 2 Keep page and image weight small. 1. The People's Web Report, Netbiscuits, UK, June 2013. 2. Mobile Websites and Apps Optimisation Best Practice Guide UK, Jan 2012.
    7. 7. Design has performance implications: SPEED Design Considerations High performance web sites lead to higher visitor engagement, retention and conversions. Resources and Tools: • Big speed concern especially for m-sites: re-directs • Avoid over-downloading of hi-res images - consider initial low-res download then hi-res substitution later in session • Speed performance testing is key to success Amazon found every 100ms of latency cost them 1% in sales. Google found an extra 5 seconds in search page generation time dropped traffic by 20%. Google uses site speed in web search ranking
    8. 8. USABILITY People like easy 52% said that a bad user experience made them less likely to engage with a company.1 66% of people are more likely to order on a mobile friendly site. 2 Make buttons big, scrolling simple and avoid pinch and zoom. 1. What Users Want Most From Mobile Sites Today, Google (conducted by Sterling Research and SmithGeiger), US, July 2012. 2. What Users Want Most From Mobile Sites Today; Google/Sterling Research/SmithGeiger, US, July 2012
    9. 9. USABILITY Touch target size to be min 48dp and space between targets min 8dp Use descriptive buttons (e.g. “Step 1 of 3” versus “Next”), help users understand where they are Font size to be min 10px No actions through hover Design Recommendations No Pop-Ups No horizontal scrolling required (max width 320dp)
    10. 10. 61% CONTENT People know what they want will leave if they don’t see what they are looking for right away on a mobile site and quickly move on to another site. 1 52% of adult mobile phone owners use their devices while in a store to get help with purchasing decisions. 2 Use analytics for the full picture on what your customers like. 1. What Users Want Most From Mobile Sites Today, Google (conducted by Sterling Research and SmithGeiger), US, July 2012 2. Nielsen Global Smartphone Insights, first half of 2012; Nielsen Mobile Insights, US, Sept 2012
    11. 11. CONTENT Design recommendations Don’t overload users Ensure videos work (Use HTML5 not Flash) Easy navigation (quick access to key actions) Link to full desktop site Minimise use of images for creating text – just use text!
    12. 12. 49% CONSISTENCY People like to be remembered believe the best thing retailers can do to improve the shopping experience is to better integrate in-store, online and mobile shopping channels.1 67% of mobile web browsers who are intent on purchasing, start shopping on one mobile device and finish on another device.2 Make key processes work across devices e.g. wish lists, shopping baskets. 1. Accenture Seamless Retail Study, US, April 2013 2. The People's Web Report, Netbiscuits, UK, June 2013.
    13. 13. CONSISTENCY Save shopping baskets and wish lists on server side Remember user preferences currency, language etc. Design Recommendations Complete Minimise text entry by using autocomplete and saved details Use consistent icons across devices
    14. 14. 32% PATHS TO PURCHASE People like to make calls, download apps and visit shops of local mobile consumers visited a store after a search, 39% made a call.1 80% of mobile-searches triggered store visits and 85% of calls happen within 5 hours of initial search.2 If appropriate include store locators, call buttons and app store links. 1. 2. Our Mobile Planet: UK, Google/Ipsos OTX, May 2013 Google/Nielsen Life360 Mobile Search Moments Q4 2012, US
    15. 15. Ensure phone numbers are Click to Call Include store locator & opening hours - use maps If you display a phone number make sure you have answering hours next to it It’s not just about purchasing – people check stock availability, in-store sales, or to confirm home deliveries PATHS TO PURCHASE Design Recommendations App download - if you have an app make sure you promote on your site in best place, e.g. “thank you for order” page, with its core benefits / differentials stressed. Analytics - track the above as KPIs
    16. 16. 66% M-COMMERCE People like buying to be simple have abandoned a shopping cart because of issues encountered at check-out.1 20% of web sales accounted for by mobile commerce in Q1 2013. Up from 15% in Q4 2012.2 Keep forms simple and minimize steps required. 1. 2013 Mobile Consumer Insights, JUMLO/Harris Interactive(R), US, May 2013 2. IMRG Capgemini e-Retail Sales Index, IMRG and Capgemini, UK, April 2013
    17. 17. M-COMMERCE Simplify payment process payment details and shipping address auto-generated Make search prominent. It’s the fastest route to discovery use auto-complete to suggest products. Don't use inline labels on forms. Labels inside boxes disappear leaving users confused Keep forms short and simple. and provide the best keypad e.g. numbers keypad for phone number field Allow people to use stored payment details from third party payment systems or social media profiles Provide detailed product information. Reassure customers they've found the right product. Design Recommendations
    18. 18. Responsive Web Design - Same URL, Same HTML Three ways to build: Optimises experiences across different screen sizes without creating multiple websites. Responds to screen size and orientation to adjust images, layout and content visibility. Uses touch-screen acts e.g. dragging, swiping. Easier for people to share links that work well. Dynamic serving - Same URL, Different HTML Server detects device type and presents custom page on same URL. Pages designed for any kind of device. Some code maintenance on a per device basis. Separate sites - Different URL, Different HTML Mobile site independent of desktop site. Browser detects if visitor is on a mobile device and redirects them to the mobile site. Mobile sites tailored to needs of mobile user.
    19. 19. Responsive Web Design Same URL, Same HTML Configurations & their Pros & Cons Three ways to build: Pros Cons Common mistakes Single URL for a piece of content Easier to share/link to content and build URL equity (SEO). Limited flexibility Challenge to develop a truly customized devicespecific experience and fully address user’s context. ! Data bloat. Don’t let users download full size images for small screens. Reduce HTTP requests, minify CSS/JS, load visible content first and defer everything else. Content parity Same content regardless of device being used, providing streamlined user experience. No redirection This will reduce load time. Breakpoints can easily be added for new screen sizes. Blocking Googlebot Do not unintentionally block Googlebot from detecting relevant page Assets. For more information visit swer/2387297?hl=en
    20. 20. Approach Designed a new site based on responsive web design (RWD) Used existing site to perform A/A/B testing on new developments Staggered rollout according to specific user journeys Three ways to build: Drove traffic with AdWords enhanced campaigns Goals Improve conversion rates on smartphones and tablets Overall conversion rate doubles, mobile conversion rate grows fourfold with RWD Results High brand engagement at low cost Cut time required to price itineraries by half Doubled overall conversion rate Increased mobile conversion rate fourfold Improved usability on all devices Reduced mobile bounce rate by 35%
    21. 21. Approach Three ways to build: After moving from a separate mobile site to a responsive web design, mobile conversions leapt 51%. Initiated mobile marketing Created mobile-optimised site Conducted user research and derived insights from Google Analytics Replaced existing sites with new website built using responsive web design (RWD) Goals Deliver a consistent user experience across all devices Enable potential customers to find the right information on any size screen Drive conversions, measured as enquiries Results Following launch of RWD site, pages per mobile visit grew 11% Average visit duration on mobile increased 30% Mobile bounce rate decreased by 8% Mobile conversions increased 51%
    22. 22. Approach Built website using responsive web design (RWD) Increased investment in mobile search marketing Goals Three ways to build: Facilitate site conversions on all devices RWD site doubles traffic and increases sales tenfold on smartphone and tablet Results Improve user experience and customer journey New site converts smartphone and tablet users at higher rate than old site converted overall Time to convert metric on smartphones and tablets has decreased 40% Duration and number of pages viewed persmartphone and tablet visit have increased Online sales via smartphone and tablet devices have grown tenfold year on year
    23. 23. Approach Launched responsive web design (RWD) site Upgraded to AdWords enhanced campaigns Implemented bid adjustments according to time of day and device Three ways to build: Responsive web design and enhanced campaigns boost mobile visits 218%. Goals Increase lead volume Deliver user experience tailored to device Future-proof for new smartphones, tablets and other web enabled devices Results Since launch of RWD site, visits on mobile have grown 218% and on tablet 236% Click to lead rate has improved by up to 5% on some product categories
    24. 24. Three ways to build: Responsive web design: Starbucks What the Starbucks site does well: Content optimized for mobile (Find a Store option prioritized) Consistent, touch-friendly experience across devices Easy to navigate, regardless of screen size Menu reduces to become prominent dropdown on mobile
    25. 25. Three ways to build: Responsive web design: Chromebook What the Chromebook site does well: Content optimized for mobile (Find a Store option prioritized) Consistent, touch-friendly experience across devices Easy to navigate, regardless of screen size Menu reduces to become prominent dropdown on mobile
    26. 26. Dynamic serving Same URL, different HTML Configurations & their Pros & Cons Three ways to build: Pros Cons Common mistakes Fully customized device experience Content and layout created for a specific user segment. Content forking Several sets of content which can make management more complex (unless CMS is used). Faulty Device Detection Dynamic serving requires device detection which is unreliable. Ensure detection methodology is up to date. Easier to make changes Changes can be limited to specific customer segments. Faster load times Opportunity to streamline and optimize content for optimal load times. Single URL Builds brand equity across devices and makes sharing easy. !
    27. 27. Separate mobile site Different URL, Different HTML Configurations & their Pros & Cons Three ways to build: ! Pros Cons Common mistakes Fully customized to mobile users Content and overall experience created for a specific user segment. Multiple URLs Sharing a web page requires flawless redirecting integration. Faulty Redirects Avoid redirects from deep desktop pages to a generic mobile homepage. Also avoid smartphone-only 404s. Easier to make changes Changes can be limited to the mobile version of a website, other devices do not have to be considered. Faster load times Opportunity to streamline and optimize content for optimal load times. Content forking Two different sets of content which can make management more complex. Annotations for desktop and mobile URLs Use appropriate tags to indicate device specific content so your sites can be indexed correctly. Consistent user experience Avoid unintentional differences in user experience across devices. It might lead to bad user experience (especially missing content).
    28. 28. Approach Use separate site to put emphasis entirely on search Emphasis on making search as easy and effective as possible Speed of response and minimal download times essential Three ways to build: Since moving to a separate site, AutoTrader receives more than 30% of all traffic from users on mobile devices. Goals Create a seamless experience across all channels Provide increased convenience for dealers and customers Make the most of mobile and its unique capabilities Results Approximately 80% of mobile users are using Auto Trader more because of improved experience 2.2 million unique visitors per month across all mobile channels Mobile advertising solutions deliver growing mobile vehicle views, website visits
    29. 29. Summary Sites that work across multiple devices give your customers better experiences. Three ways to build: Responsive Web Design, Dynamic Serving and Separate Sites Key considerations are SPEED, USABILITY, CONTENT, CONSISTENCY, PATHS TO PURCHASE and M-COMMERCE. Benefits include better search visibility, performance of your online marketing campaigns and brand value.
    30. 30. For more information on how to make your website work across multiple devices: